文章基本信息

标题：De la Web 2.0 a la Web 3.0: antecedentes y consecuencias de la actitud e intención de uso de las redes sociales en la web semántica
本地全文：下载
作者：Inés Küster ; Asunción Hernández
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2013
卷号：1
期号：37
出版社：Universia Business Review
摘要：The Web 3.0 creates a semantic and qualitative knowledge and provides an essential tool for acceptance and functionality of corporate advertising. The e-branding strategy gets the users’ loyalty. This paper analyzes the antecedents and consequences of attitude and intention to use social networking in the 3.0 environment. We have used structural equation modeling and we have analyzed a sample of 345 Internet users. The results confirm the proposed relationships.
其他摘要：The Web 3.0 creates a semantic and qualitative knowledge and provides an essential tool for acceptance and functionality of corporate advertising. The e-branding strategy gets the users’ loyalty. This paper analyzes the antecedents and consequences of attitude and intention to use social networking in the 3.0 environment. We have used structural equation modeling and we have analyzed a sample of 345 Internet users. The results confirm the proposed relationships.